TX: Via Launches New Era with New Brand and Campaign

San Antonio is a city on the rise, and its growing public transportation system is receiving a new look and message.

“The New Via” was unveiled at the Feb. 25 meeting of the Via Metropolitan Transit Board of Trustees. This new brand is represented by a fresh, contemporary logo that communicates innovation, movement, and energy with a bold red color and dynamic shield. In addition to the new logo, The New Via brand is being launched through a series of multimedia informational messages including television, print, outdoor, and online digital media.

At the core of The New Via is a commitment to help augment San Antonio’s position as a leader in providing value and quality products and services for all citizens. This commitment has been demonstrated through a series of recent enhancements.

An integrated, connected public transportation system directly and indirectly affects economic development opportunities by providing access to employment, housing, commerce, education, social activities, and an improved quality of life. The New Via is changing the way people use public transportation through new innovations and advancements in technology.

The New Via has introduced a number of modern products and services in recent years, including its new e-fare collection system, high-tech mobile services like Go Via Via and the texting service, new transportation services like Via Primo and the proposed modern streetcar system, and new and improved amenities such as bus shelters, transit centers, and park and ride facilities.

“These improvements offer real reasons for people to get out of their cars and ride Via,” said Via President/CEO Jeff Arndt. “The new improvements make transportation better for everyone, no matter where you live in San Antonio.”

SmartMove is Via’s five-year plan that will connect every part of the city and continue transforming San Antonio into a vibrant urban area with an exceptional and efficient public transportation system. SmartMove includes three new transit centers (Brooks Transit Center, Robert Thompson Transit Center, and Westside Multimodal Transit Center), a park and ride facility on U.S. 281 North, and improved downtown patron amenities.

The New Via also knows that a green city is a better city. That is why the agency offers environmentally-friendly services like compressed natural gas vehicles, propane vehicles, and the Arc, an all-electric, emissions-free vehicle to get riders where they need to go while reducing Via’s impact on the environment.

All of these accomplishments have earned Via many accolades in recent years, including such prestigious awards as the Gold Award for Safety Excellence from the American Public Transportation Association, the Outstanding Metropolitan Transit Agency in Texas from the Texas Transit Association (two years in a row), the Transportation Achievement in Operations from the Institute of Transportation Engineers, and the Natural Gas Vehicle Trendsetter award from the Alamo Natural Gas Vehicle Consortium. In order to achieve such recognition, it takes leadership, vision, and partnerships at the local, state and national levels.

The New Via branding process, logo, and campaign was developed by VIA’s agency of record, local advertising agency, Creative Civilization - An Aguilar/Girard Agency.